Title	WE ARE UNDEFEATABLE
Brand	SPORT ENGLAND
Product/Service	SPORT ENGLAND
Category	A03. Casting
Entrant	FCB INFERNO London, UNITED KINGDOM
Idea Creation	FCB INFERNO London, UNITED KINGDOM
PR	FCB INFERNO London, UNITED KINGDOM
Production	KNUCKLEHEAD London, UNITED KINGDOM
Production 2	FRAMESTORE London, UNITED KINGDOM
Production 3	SWERVE REPRESENTS LTD London, UNITED KINGDOM
Production 4	SOUNDTREE MUSIC London, UNITED KINGDOM
Production 5	TRIM EDITING London, UNITED KINGDOM
Additional Company	AGE UK London, UNITED KINGDOM

Name	Company	Position
Owen Lee	FCB Inferno	Chief Creative Officer
Al Young	FCB Inferno	Creative Partner
Sharon Jiggins	FCB Inferno	Executive Vice President
Nikki Chapman	FCB Inferno	Director of Production
Sarah Lefkowith	FCB Inferno	Creative Director
Nicole Chen	FCB Inferno	Creative Director
Tom Lindo	FCB Inferno	Strategy Director
Lucy Turner	FCB Inferno	Senior Account Director
Josie Beaumont	FCB Inferno	Junior Copywriter
Sarah Bignell	FCB Inferno	Junior Art Director
Lara Ashman	FCB Inferno	Senior Account Manager
Imogen Armstrong	FCB Inferno	Strategist
Hanna Davis	FCB Inferno	Broadcast Producer
Clare Dyer	FCB Inferno	Creative Producer
Laura Visick	FCB Inferno	Director of Innovation
Caio Silva	FCB Inferno	Broadcast & Content Business Affairs
Becci Salmon	FCB Inferno	Joint Design Lead
Sarni Strachan	FCB Inferno	Joint Design Lead
Mike Jenkins	FCB Inferno	Head of Creative Production
Richard Bagley	FCB Inferno	Retoucher
Sami Westwood	FCB Inferno	Associate Comms Director & Influencer Marketing
Sophie Harris-Taylor	FCB Inferno	Photographer
Simon Bourne	FCB Inferno	Colourist
Jessica Vile	Framestore	Colourist
Jason Farrow	Framestore	Flame
Sian Jenkins	Framestore	Producer
JJ Augustavo	Knucklehead	Director
Francis Mildmay-White	Knucklehead	Producer
Cat Irving	Knucklehead	Production Manager
Benji Edwards	Knucklehead	1st Assistant Director
Luke Jacobs	Knucklehead	Director Of Photography
Tommy McMahon	Knucklehead	2nd Unit Camera
Fred Cassavetti	Knucklehead	Art Director
Melanie Mildway-White	Knucklehead	Wardrobe
Kharmel Cochrane	Knucklehead	Casting Director
Martin Gibbons	Knucklehead	Casting Director
Jordan Maxwell	Knucklehead	Casting Director
Luis Almau	Soundtree Music	Music Arranger
Henning Knoepfel	Soundtree Music	Sound Designer
Jay James	Soundtree Music	Producer
Vid Price	Trim	Editor
Jacques Simon	Trim	Assistant Editor
Polly Kemp	Trim	Producer
Magda Plugowska	Trim	Editor (social documentaries)
Edward Hanbury	Tim	Editor (social documentaries)
Joey Henshaw	Trim	Editor (social documentaries)
Lorna Searl	Trim	Editor (social documentaries)

Write a short summary of what happens in the film

Our film shows the reality of what it’s like to be active with a long term health condition, featuring real people across England. It challenges how health conditions are depicted, featuring people across ethnic and socio-economic backgrounds, as well as age ranges. It expands what being active looks like far outside traditional sport, including activities like playing with grandchildren and moving around the home. And importantly, it depicts many “invisible” illnesses and their challenges, showing people’s highs as well as their lows. In doing so, our film places all types of activity on the same level of celebration, encouraging people to celebrate every little victory, no matter how small.

Cultural / Context information for the jury

This campaign is the first collaboration between fifteen of the UK’s leading health charities, speaking to audiences with conditions ranging from stroke to cancer to dementia to anxiety and depression. The one thing that unites these 15 million people, whose experiences otherwise vary, is the unpredictability of how their conditions affect them. Some days they can move how they please, and some days they can’t do anything at all. 69% of those living with a heath condition want to be more active. But until now, there has never been a UK campaign designed to speak to them. Many campaigns have focussed on “superhumans” among those with disabilities, overshadowing and potentially dismissing typical experiences. This is the first time UK government and leading charities have come together to combat this effect. Simultaneously, it is the first campaign from these charities focussed on shared experiences/symptoms, rather than being condition-specific.

Tell the jury about the casting process.

Casting “We Are Undefeatable” was a challenge. We needed to represent fifteen charities with unique conditions, plus a range of activities. We also needed to paint a comprehensive portrait of England, with age, socioeconomic, and ethnic diversity reflected. To land our message, we needed to find real people with often invisible conditions, and show how they made being active work around their conditions. This meant we had to find people who not only had compelling and relatable stories, but also who neither identified as actors or athletes –and who allowed us to truly inclusively depict our audience. The casting process lasted nearly two months, covering all of England. Potential cast sent their background and bios, and were intensively vetted by the Director and Creatives. Extensive interviewing and multiple rounds of camera tests, including self-filming, helped us assemble our cast, who ultimately helped us co-author their posters and storylines as well.